otal vertical integration or task-sharing: which is the right strategy for an era of digital globalisation? Some watchmaking giants have decided to go it alone, from production (in-house) to distribution (self-owned boutiques and e-commerce) and communications, including organising their own events. Other big names are advocating for task-sharing, remaining faithful to broad-based trade fairs, strengthening their links with multibrand retailers and supporting the work of the independent media.